About the cultural systemThe ‘cultural system’ refers to the diverse cultural and creative sectors, industries and producers that contribute to cultural activity within New Zealand. This includes (but is not limited to) arts, heritage, broadcasting and media, and sport and recreation sectors.Cultural participationCultural participation generally refers to engaging in cultural activities whether as an audience member, creator, or volunteer across a broad spectrum of cultural domains, including heritage, the arts, media, and the creative industries. 88% of New Zealanders (18+ years)visited or attended at least one form of arts, culture, or heritage activity or event in the last 12 months New Zealanders' Cultural Participation in 202540% of New Zealanders (18+ years)created, performed or produced cultural or creative work in the past 12 monthsNew Zealanders' Cultural Participation in 202591% of New Zealanderslistened to media in the last week NZ music, podcasts or radio in the last 12 monthsNew Zealanders' Cultural Participation in 202575% New Zealanders (18+ years)watched NZ movies or shows in the last 12 months New Zealanders' Cultural Participation in 20253 out of 4 young peopleread books weeklyArts, Culture and Recreation Participation in the Growing Up in New Zealand Cohort at 12-Years – 202339% of 12-year-oldsfrequently paint or drawArts, Culture and Recreation Participation in the Growing Up in New Zealand Cohort at 12-Years – 20231 in 4 New Zealanders (24%)volunteer to support arts, culture, and heritage activitiesNew Zealanders' Cultural Participation in 202535% of young adults volunteer to support arts, culture, and heritage activities – the highest of all groupsNew Zealanders' Cultural Participation in 2025Economic impactThe cultural system continues to make a significant economic impact in Aotearoa New Zealand.In the year to March 2025...Arts and creative sector$18.5 billion (4.3% of GDP)contribution of the arts and creative sector to the New Zealand economy.Arts and creative sector profile 2025122,013 peoplehold primary employment in the arts and creative sectorArts and creative sector profile 202538,413 businessesin the arts and creative sectorArts and creative sector profile 2025Sports and recreation sector$7.6 billion (1.89% of GDP)contribution of the sport and recreation sector to the New Zealand economy.Sport and recreation sector profile 202575,186 people hold primary employment in the sport and recreation sector.Sport and recreation sector profile 202518,516 businessesin the sport and recreation sector.Sport and recreation sector profile 2025Our unique identityAotearoa New Zealand’s unique identity is profoundly rooted in Māori heritage, which continues to influence our language, values and worldview.6 in 10 New Zealanders (18+ years)agree that visiting or attending arts, culture and heritage activities and places makes them feel more proud of New Zealand.New Zealanders' Cultural Participation in 202575% of New Zealanders (18+ years)think Matariki is a chance to celebrate the culture, people, and stories of Aotearoa New ZealandNew Zealanders’ engagement with Matariki 202472%think Matariki brings people and communities togetherNew Zealanders’ engagement with Matariki 202468%think Matariki is for all New ZealandersNew Zealanders’ engagement with Matariki 202470%see Matariki as an opportunity to connect with Māori cultureNew Zealanders’ engagement with Matariki 202415% of young peopleparticipate in kapa haka as an extracurricular activityArts, Culture and Recreation Participation in the Growing Up in New Zealand Cohort at 12-Years – 2023